Customer storytelling is one of TurboTax's strongest performance drivers. In Tax Year 2024, just two short-form customer stories generated 33% of all Meta authorizations, proving the power of authentic, human-centered narratives.

For Tax Year 2025, the opportunity wasn't simply to create more content—it was to evolve customer storytelling into a scalable creative system that could perform across every touchpoint, from paid social to TurboTax's retail experience.

As the motion designer for TurboTax Internal Creative Team, I led the creation of the hero reel for TurboTax's Customer Stories page. The goal was to transform real customer experiences into an engaging, emotionally driven narrative that strengthened the connection between the product and the people it serves. Beyond the hero film, the visual language was designed to scale across multiple formats and channels, creating a cohesive storytelling system for the campaign.